Campanie
JM
credits: The Syndicate; MRM McCann Ericsson
Before running A+ campaign, Domestos seemed to be a brand reaching its maturity: rather flat or growing very slow in sales. Being a toilet cleaner brand, we were not able to engage consumers with us and aim for loyalty. Therefore, the risk of losing consumers over lower-tier brands was becoming a real threat for the brand.
‘We found out that 4,000 schools in Romania don’t have sanitary certificates.’ - Klaus Iohannis, Romanian President
We identified the possibility of standing for a cause (improve sanitary conditions in schools), instead of focusing only on the functional benefits of the product (germ kill) and fight competitors in price.
Our goal was to address the public issue of schools hygiene around Romania and push for a positive change for the children’s benefit.
Social objective:
Raise awareness among schools and parents on the importance of hygiene in schools, in order to bring better health conditions in Romanian schools
Brand objectives:
• Improve Domestos brand attributes
• Consolidate Domestos image as a leading brand in hygiene
Before running A+ campaign, Domestos seemed to be a brand reaching its maturity: rather flat or growing very slow in sales. Being a toilet cleaner brand, we were not able to engage consumers with us and aim for loyalty. Therefore, the risk of losing consumers over lower-tier brands was becoming a real threat for the brand.
‘We found out that 4,000 schools in Romania don’t have sanitary certificates.’ - Klaus Iohannis, Romanian President
We identified the possibility of standing for a cause (improve sanitary conditions in schools), instead of focusing only on the functional benefits of the product (germ kill) and fight competitors in price.
Our goal was to address the public issue of schools hygiene around Romania and push for a positive change for the children’s benefit.
Social objective:
Raise awareness among schools and parents on the importance of hygiene in schools, in order to bring better health conditions in Romanian schools
Brand objectives:
• Improve Domestos brand attributes
• Consolidate Domestos image as a leading brand in hygiene
General Information:
Strategy:
| Strategy: |
Perfect hygiene should be the default norm in schools, so through a partnership with the Government and Ministry of Education, Domestos is determined to build better health conditions in Romanian schools. Due to the partnership, Domestos was able to ensure their message of sanitation and hygiene was relevant as it was a government issue being tackled to improve the situation. |
Execution:
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